Effective complaint handling is critical

At the end of the day, it’s all about the customer.  Not the handling time.  Not the sales ratio.  If the customer is not happy nothing else will matter for much longer.

Ask any successful small business person.  They will tell you “the customer is always right and will always be right”.  It’s the mantra that delivers the customer service difference.

Call centres face a different challenge in building rapport and creating a relationship with the customer.  The corner shop proprietor has daily, face to face contact with his customers.  The call centre agent has sporadic, inconsistent contact.

Effective training in customer relationship management can help overcome the dilemma.  All agents must consistently employ their skills of engagement and service delivery.

However, even the best training and quality service delivery will not eliminate all customer complaints.  This is where your complaint handling management practices must kick in.

Since 1995 the Australian Standard on Complaints Handling has set out a framework for managing complaints.  It is a voluntary code but has been widely adopted by Australian businesses.

The agent with a cranky customer on the line is well aware that the complaint process has already been initiated.  The Standard guides the agent from this point forward in the documentation, communication, investigation and resolution of complaints.

Good management of complaints helps diffuse the heat from a conflict.  The agent is usually powerless to rectify a situation that has totally run off the rails.  A transparent, accountable system relieves the agent from a barrage of abuse and places the complainant in independent hands.

A sound framework for complaint management helps to build both customer and employee loyalty.  The agent need not feel under attack and customers feel the centre is taking their grievances seriously. 

Any form of conflict is stressful to customer service agents.  The onus is on call centre managers to reduce the occupational health and safety issues associated with workplace stress.  An effective complaint handling process helps reduce the negative impact on motivation, productivity and attrition.

Good complaint management also helps deliver better customer service.  Thorough documentation of complaints reveals any systemic or recurring complaints.  Recurring problems might be due to systems, training or performance issues.

As customer service professionals we are constantly striving to meet the expectations of customers.  Effective complaint handling systems help us work towards exceeding their expectations.

An accessible complaint handling process demonstrates our commitment to quality service.  It indicates to our staff and customers that we are interested in their feedback and treat their suggestions with respect.

Most importantly, a visible complaint handling framework recognises our customers’ right to complain.  If they are not happy we want to know why.  And then respond appropriately.

The critical elements are visibility, accessibility and responsiveness.

Who knows, you might even uncover positive feedback.  One Australian state government agency has dubbed their policy “The Complaints and Compliments Management System”.  The influence of suggestion can be very powerful.